HEALTH & BEAUTY...services like Birch Box and Glossy Box, retailers have developed their own ......
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1 planetretail.net HEALTH & BEAUTY Retail sector overview and key trends February 2014 DENISE KLUG Associate Analyst
Transcript of HEALTH & BEAUTY...services like Birch Box and Glossy Box, retailers have developed their own ......
1 planetretail.net
HEALTH & BEAUTY Retail sector overview and key trends
February 2014 DENISE KLUG Associate Analyst
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Planet Retail is the world’s leading provider of global retail intelligence.
What we do
We provide retailers, FMCG manufacturers, Retail Technology vendors and professional service organisations with actionable retail insights that create competitive advantage. We offer our intelligence via two channels:
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Why use us
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Benchmark your business
Strengthen customer relationships
Planet Retail
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1. Overview
2. The e-commerce challenge
3. The issue with beauty claims
4. Key trends
5. Conclusion
Contents
1. Overview
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6.1 6.0
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Walgreens CVS Rite Aid AS Watson Alliance Boots AEON Shoppers DrugMart
dm LVMH Matsukiyo
Ban
ner
Sal
es (
USD
bn
)
2012e 2017f
Global: Behind US giants Walgreens and CVS, AS Watson will have become the new #3 in the global ranking by 2017.
Overview
Global: Top 10 H&B Retailers by Banner Sales of H&B formats, 2012e-2017f (USD bn)
Note: Sorted by sales in 2007; e: - estimate; f – forecast Source: Planet Retail,
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Europe: Schlecker’s insolvency has increased consolidation in the European drugstore channel.
Overview
Note: Sorted by sales in 2007; e: - estimate; f – forecast Source: Planet Retail,
8.2
7.5
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0.7 0.6 0.5 0.5
8.8
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1.9
6.9
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0.9 0.8 0.6 0.4
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Alliance AS Watson Schlecker dm Müller Ihr Platz Rewe GroupBipa
Ahold Etos DA Dia
Ban
ner
Sal
es (
EUR
bn
)
2007e
2012e
2017f
Europe: Top 10 Drugstore Operators by Banner Sales, 2007e-2017f (EUR bn)
2. The e-commerce challenge
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Online will never be able to offer the sensual experience that is crucial for making buying decisions in the beauty category.
E-Commerce
online instore
1st Step: Get inspirations / consultancy
2nd Step: Extensive sampling, sensual experience (touch, feel and smell)
3rd Step: Purchasing
“In the cosmetics business, the number one reason people buy a product is because they are
sampling it. The physical presence of our store is a role
that will never go away.”
JULIE BORNSTEIN Chief Marketing & Digital Officer
SEPHORA
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Physical stores are enhancing their competitive edge by further pushing and emphasising the instore experience.
E-Commerce
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Online retailers still have to find adequate ways to mimic a physical stores’ natural conditions.
E-Commerce
Integrate interactive web apps.
Provide sample sizes online.
Scre
ensh
ot:
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w.w
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om
Scre
ensh
ot:
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com
3. Issues with beauty claims
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48% of young women are less trusting of
brands that use airbrushing to change the way women look in ads.
76% of women prefer to see natural images.
84% of women think it’s unacceptable for
brands to alter the way women look in advertising images.
(According to a report by the Advertising Association and its research unit Credos)
Educated customers are gaining ground in questioning the need for unrealistic promotional pictures.
Issues with beauty claims
© G
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Alliance Boots’ Health & Beauty magazine has abolished airbrushing and retouching on its covers.
Issues with beauty claims
“There’s real pressure on the industry from readers who are becoming more
discerning about the use of photographic trickery, and who want to look at images that make them feel
good about themselves.”
“Women want honest, realistic images from the
beauty industry.”
Copyright by health & beauty
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Updated EU regulations have begun to require far-reaching changes in advertisements and promotions.
Issues with beauty claims
Part 20 (1) EU Cosmetics Regulation
“In the labelling, making available on the market and advertising of
cosmetic products, text, names, trademarks, pictures and figurative or other signs shall not be used to
imply that these products have characteristics or functions which
they do not have.”
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Respecting shoppers’ flaws is becoming more widespread
Retailers and manufacturers have the opportunity to turn the tables
They can push peer recommendations
As a result of the new criteria list, the number of banned ads will increase significantly.
Issues with beauty claims
Screenshot from Illamasqua website
Copyright by Make up for ever
4. Key trends
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Technological devices help highlight health & beauty ranges and offer precise, personalised consultancy.
#1 Instore technology: Finding the perfect product
Key trends
LVMH’S Sephora offers SkincareIQ to match personal skin care needs and ColorIQ (in co-operation with Pantone) to find the ideal foundation.
Alliance Boots offers Match Made to find the ideal foundation (among Boots’ No7 private label offering).
©: N
o7
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Beauty electronics are high-priced small devices that help lure customers away from professionals.
#2 Beauty electronics: Creating the beauty salon at home
Key trends
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Acceptance of the sub-category has been gradually growing in many markets.
#3 Erotic products: Daring to try something new
Key trends
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Discount beauty stores are a totally new format, filling the gap between drugstores and perfumeries.
#4 Discount beauty stores: Searching for value
Key trends
Dutch variety and
beauty store operator
© H
EMA
“Customer surveys have revealed there is an
increasing demand for low-priced but good quality make-up and skincare
products.”
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Spurred by the success of subscription services like Birch Box and Glossy Box, retailers have developed their own schemes.
#5 Beauty boxes: Driving shopper feedback
Key trends
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Screenshot: YouTube
5. Conclusion
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Going online is to remain challenging.
In H&B, online will never be able to offer the sensual experience that is crucial for making buying decisions
Unless technology enables to touch, smell and feel a product via computer, tablet or mobile.
Online retailers have to find innovative ways to compensate for this disadvantage.
Operators of bricks and mortar stores have to enhance their competitive edge.
Conclusion
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Beauty claims and ads will have to change.
A general demand for more authenticity will change the messages sent by beauty companies.
Stricter regulations, such as those seen in the EU, will further raise the bar regarding claims made for products.
Promoting peer recommendations and reducing photo retouching are among the ways for retailers and manufacturers alike to respond to such changes.
Conclusion
Copyright by Bobbi Brown
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Instore technology will reach new levels.
Retailers offering H&B products will further extend instore technology, driven by a need to compete with online players.
The market has seen the development of smart skin gauges and there are more innovations to come as retailers and brands alike (e.g. Sephora and L’Oréal) are investing in such solutions.
Other companies might follow their example in order to be able to keep up with the technological forerunners.
Conclusion
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The quest for value has begun.
As shoppers seek for value for money, small discount beauty stores are mushrooming in city centres and shopping malls.
Manufacturers can support retailers in keeping costs low while they benefit from high stock turnover.
The concept demands fresh and attractive ideas to target young shoppers.
Conclusion
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New ways of marketing on the horizon.
The modern, savvy and social media-aware shopper requires fresh ways of marketing.
An increasing number of retailers have realised beauty boxes are a cheap tool to gather customer feedback and target opinion leaders like bloggers.
The future will see many other players copying such schemes and developing new concepts to satisfy this highly influential customer group.
Conclusion
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Denise Klug is an Associate Analyst in grocery and health & beauty care based in Frankfurt. Denise specialises in the German and Benelux markets as well as private label. She is also responsible for building and maintaining Planet Retail's database. She writes articles and contributes to reports that deliver insight. Denise has spoken at retail conferences in Cyprus, France and Germany. She is also a regular commentator on grocery and health & beauty retail issues in the German media. Prior to joining Planet Retail, Denise worked as a freelance journalist. She graduated as a foreign language correspondence clerk, focusing on economics and holds a BA in Cognitive Linguistics.
All images ©Planet Retail Ltd unless otherwise stated.
Author
DENISE KLUG Associate Analyst
@Denise_Klug
29 planetretail.net planetretail.net Researched and published by Planet Retail Limited
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